Video: Increase Sales by Selling “Moments of Inspiration”
One of the biggest advantages publishers have over marketing agencies is their ability to create moments of inspiration through content. Sales expert Andrew Davis explains that moments of inspiration occur when readers engage with content that drive specific actions, whether those actions are registering for an event or buying a car. “You can send people on a journey they never expected to take,” says Davis. Smart media salespeople find ways to leverage moments of inspiration to sell bigger and more profitable deals, he adds.
In order to show why moments of inspiration are important to an advertiser, media sellers need to explain how the online consumer journey has changed. (It will help if your prospect buys into the Galilean view of the web.) Davis points out in the below video that the modern consumer journey does not have a distinct beginning or an end. Consumers can enter at any point and it does not necessarily end with a purchase. Davis identifies four parts to this journey: the moment of inspiration, trigger, active evaluation, and moment of purchase.
The moment of inspiration is where publishers’ content lives and it’s an under-monetized opportunity that media sellers need to share with their clients. This is the time to get consumers thinking about a product or service that they may not realize that they need. When a consumer searches the internet with a solution already in mind (active evaluation) that’s often too late for clients’ to get their marketing message across. The consumer’s decision has already been made. Content on the other hand can inspire consumers to ask a question (the trigger) that sends them on a purchasing journey.
“You’re creating content on a regular basis that inspires [consumers] to rethink what they’re doing today, and we don’t get paid for that currently. I want you to think about how you can leverage those moments of inspiration to drive revenue,” says Davis.
Watch the video below to learn how moments of inspiration are an invaluable sales asset for the modern media seller. To see the full session, watch Davis’s free sales course here.